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Front End Development

Project Proposal
Oct 13, 2023
Prepared for
Justin Carmony
Deseret Digital Media
Prepared by
Anthony Lagoon
Underbelly Creative
343 W 400 S
Salt Lake City, Utah 84101
(801) 742-1431

Agency overview

Underbelly® is a full-service creative agency that helps businesses level up their digital presence. We build delightful websites, engaging applications, and provide access to top-notch creatives.

  • UX research
  • User personas
  • Product roadmap
  • Brand
  • Content
  • Discovery sprints
  • Usability testing
  • UI design
  • Brand identity
  • Illustration
  • Prototyping
  • Web design
  • Interactive
  • Video production
  • Full-stack
    Web applications
  • Mobile applications
  • SAAS implementation
  • Internal applications
  • CMS integration

Project overview

Start with alignment.
Target audience

Users of the KSL Classifieds marketplace.

Business objectives

By scaling up their development resources, KSL will unblock their engineers and speed up the release of the new UI to users.

Problem Statement

A lack of front-end resources is blocking KSL's new design for Cars & Classifieds, a much-improved experience.


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Process & Deliverables

This creative process is designed to keep
Deseret Digital Media
and Underbelly aligned throughout the project and focus on resolving important decisions at the least expensive point in the project.
This will take place in four phases where any phase may overlap with each other.
Cross-Functional Product Team
Discovery & Design Sprint
Continuous Delivery


Phase one: 

Creating a clear roadmap

The onboarding phase focuses on defining the strategy, goals, and constraints of the project, focusing on the following deliverables: 

  • Requirements gathering
  • Establishing meeting rhythms
  • Setting up the working environment
  • Provisioning
  • Getting access to component libraries & patterns
  • Contingent worker training & compliance, if applicable
Roughly 1-2 weeks
In this phase, we often stumble upon fresh avenues and unforeseen potentials. Given the inherently explorative nature of this phase, the timeline and budget may naturally evolve. Should any shift occur, our commitment is to provide clients with immediate implications of such changes.
A product design working session at Underbelly.
Phase two: 
Cross-Functional Product Team

Build trust with transparency

As we begin our collaboration, we collaborate closely with your team to execute against the roadmap. We use an agile & transparent approach to accelerate products to market.

  • Backlog Prioritization
  • Release Burnup Charts 
  • Velocity tracking and analysis
  • Epic and milestone progress monitoring
  • High-level project status
Roughly 2 weeks
Decisions made in the discovery phase may affect both time and cost estimates. If needed, new estimates will be created at that time.
Phase three: 
Discovery & Design Sprint

Continuous innovation & refinement

Product designers work with your vision to identify opportunities and break down work into functional user stories. Validating these designs before they are developed allows the business to pivot early, saving on costs and ensuring you continue to deliver value.

  • Requirements gathering
  • Backlog prioritization
  • Prototyping & usability testing
  • Stakeholder & Product Manager Review
2 week sprints
We are committed to notifying clients as soon as possible if any unforeseen obstacles arise during implementation that affect the timeline.
Phase four: 
Continuous Delivery

Continuous testing & refinement

Engineers work closely with product designers to implement requirements and design assets. The application is tested, and fully functional code is staged for acceptance by stakeholders every two weeks. 

  • Backlog prioritization
  • Quality Assurance testing (QA)
  • Deployment to staging environment
  • Stakeholder & Product Manager Review
2 week sprints
We are committed to notifying clients as soon as possible if any unforeseen obstacles arise during implementation that affect the timeline.


Communications through Slack.

Project Management and prioritization through Asana.

Flexible Product Team Retainer: This method ensures the flexibility needed to accommodate evolving project dynamics. We will meticulously track the actual time and materials invested in each month. Rest assured, you will only be billed a flat monthly rate. This approach is particularly advantageous when the project’s scope may undergo adjustments during its course.

Estimated project length:
About a month. Ongoing as needed



Everything you need

to elevate your brand & digital presence.

Creative Team Retainers

Grow your creative capabilities quickly without the time and risk of hiring internally. Together we will work on a time and materials basis to complete your prioritized work. 

You will have a fixed monthly cost, and our team will be able to adapt to the roadmap and be able to pivot as you need without initiating costly change orders due to a constrained scope. We will work iteratively with you to plan each sprint, milestone and create the most value within the available time and budget.


Product Photography

Show off your packaging.

Increase engagement.

Estimated Costs

October 31, 2023

Underbelly has created the following estimate based on our current understanding of the project. By estimating this as an ongoing retainer, you'll be able to scale up quickly and start delivering value sooner. You can easily scale down as the scope is completed and priorities change.

Roles needed: Front-end Engineer x2, QA Specialist, Project Manager.

Retainer: 300 hrs / month $52,140

Estimated timeline: About 1 month

Not included in estimate
  • Actual hours per week from individual talent may vary on the need and availability. 
  • Equipment or hardware
  • Costs associated with travel
  • Payments for other contractors or vendors


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